RT Journal Article
SR Electronic
T1 The Flipside of the Sponsorship Coin
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 65
OP 73
DO 10.2501/JAR-52-1-065-073
VO 52
IS 1
A1 Bergkvist, Lars
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/1/65.abstract
AB This study investigated whether sponsorships can have negative brand effects in some subgroups in the target market. The study focused on European football (soccer), and results showed that fans of the Stockholm team AIK transferred their dislike of the rival team Hammarby to its sponsor, the beer brand Falcon. Mean scores on brand variables were considerably lower for AIK fans than for a control group who were fans of neither AIK nor Hammarby. Researchers and managers are recommended to consider possible negative effects of sponsorships in subgroups and to evaluate the target audience's attitude toward the sponsored object.